Devon County Council has had its wrist slapped by the Advertising Standards Authority. Devon's claim to be England's greenest county simply did not wash and has been rejected.
Devon may well have strong green credentials but which county can now fairly lay claim to be the greenest of them all? And exactly how do you measure that?
The adjudication won't appear on the ASA web site until Wednesday 5 September. In the meantime, you can stay on top of ASA adjudiactions courtesy of its adjudications RSS feed.